| QD website,as an online literature platform with a large audience in China,added a paragraph review function in 2017,which is a new social interactive reading method designed to allow readers to comment on novel paragraphs while reading,while also being able to view the views and feelings of other readers.With its strong entertaining and interactive characteristics,Paragraph Reviews enhance readers’ enjoyment of reading novels.However,with the rapid growth in the number of paragraph reviews,the quality of paragraph reviews has been uneven,which has interfered with the reader’s reading experience and affected the purchase intention of platform readers.Therefore,studying the impact mechanism of paragraph review content on mobile reading users’ purchase intention highlights its research value and practical significance.Based on a review and analysis of relevant literature at domestic and foreign,combined with a survey of the current situation of QD online paragraph reviews,this paper divides the content characteristics of paragraph reviews into five dimensions: paragraph review quality,paragraph review interactivity,paragraph review validity,paragraph review length,and paragraph review entertainment.Based on S-O-R theory,related theories of reading psychology,flow experience,and perceived risk theory,this paper proposes research hypotheses and conceptual models for the impact of paragraph review content on mobile reading users’ purchase intention.This paper conducts data collection through questionnaires and empirical analysis using statistical software such as SPSS 29.0.The empirical results show that: paragraph interactivity,paragraph validity,paragraph length,and paragraph entertainment all have a significant negative impact on mobile reading user perceived risk;The quality,interactivity,length,and entertainment of paragraph reviews all have a significant positive impact on the mobile reading user’s flow experience;Perceived risk will have a significant negative impact on mobile reading users’ purchase intention,while flow experience will have a significant positive impact on mobile reading users’ purchase intention;Perceived risk plays a mediating role in the impact of paragraph interactivity,paragraph validity,paragraph length,and paragraph entertainment on mobile reading users’ purchase intention;Flow experience plays a mediating role in the impact of paragraph review quality,interaction,length,and entertainment on mobile reading users’ purchase intention.Finally,based on empirical results,this paper proposes a strategy to enhance mobile reading user purchase intention based on paragraph review management.The research results of this paper provide theoretical basis and practical guidance for QD website paragraph review content management,which helps to improve the reading experience of QD website mobile reading users’ paragraph reviews,enhance their purchasing intention,and also provide reference for other network platforms to solve similar problems. |
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